For a long time, I vowed I’d never get an iPhone. Too distracting.
Life was already full.
When my ancient Motorola Flip phone finally bit the dust, secretly, I snuck to the Apple store to pick one up. Now, everyone says, “You have to get this app or that app!”
Last year, there were around 1.5 million apps for the IPhone and 1.6 million for Android users. Oh good, one and a half million new choices. One and a half new decisions. 
I went to the store to get a pair of running shoes and as I stared at the wall of shoe choices, I couldn’t help but think about growing up. What did you wear growing up?Me? Converse tennis shoes. The choice: white or black.
Now, there are shoes for running, tennis, hiking, basketball, volleyball, racquetball, golf, and walking… on Sunday… with your dog… in the rain?
Cola with caffeine, with or without flavoring, with or without taste, etc. The average store in 1986 had 10,000 items. Today, up to 60,000. 60,000!
What happens when there are too many choices? What do prospects do? Ignore the choices.
Or, in their mind, make the difference between the choices irrelevant. Then they don’t have to consider changing.
That’s why your message must rise above the competition.
One way to do that is consistency. Consistency creates Top Of Mind! I always think of Batman: same time, same Bat-channel. Take your Communication Calendar and make sure you’re A clients and A prospects are getting a weekly message.
Another way is to add personality. Add a personal note to every communication.